4 Crucial Tips To Using Colour In Your Marketing To Increase Conversion
I am passionate about colour. In 1997 I developed the marketing material for my brother’s software company, and helped design some of his internal software. I was fascinated with how something so simple like colour and heirarchy could have such a massive impact on the success of a business. Since then I have been hooked. I dedicated my time to learning as much as I could about utilising colour to maximise sales. From that research, I created a Colour Emotion Guide to help you triple your sales by way of using colour in your branding and marketing. A link to download the guide can be found at the bottom of this article. Enjoy!
The fundamental concept of marketing is reaching your audience in an engaging and effective way. Many times, we don’t consider the impact that colours can generate for the consumer. Having brand recognition and understanding the colour/colours can be all the difference for the consumer’s recognition and perception of the brand. If you’re looking to increase your sales, consider the following when it comes to your colours.
Brand recognition is a crucial concept in which a brand must strive to be recognised by its target market, often through colour. When I say think purple, what comes to mind? Cadbury have achieved what every brand wants, to be identified by a colour, Purple. Ensure that your target market understands what you represent, so they will look for your label/brand. Using warmer colors, like red, orange and yellow (McDonalds) appears more inviting, while using complimentary colors such as blue and yellow (IKEA) gives a distinct appearance. At Kate Wild Design, we find that consulting with our clients first on their plans, goals and target audiences helps us best identify the colours that they should be focusing on. Think to yourself ‘What colours will most effect what my business stands for, what we want to be known for and what we want to achieve?’
We have created a Colour Emotion Guide to help SME’s understand which colours will be most effective for their brand, why they should be focusing on them and how they can use these colours as part of their branding to dramatically increase their leads and ultimately sales. Click Here to get your free copy now!
Predicting the Consumer Reaction to Colour Appropriateness
Predicting the consumer reaction to colour appropriateness in relation to the product is far more important than the individual colour itself. In general, blue is a favored hue among all age groups, while red is known to generate excitement or innovation. Yellow is considered the brightest hue, so if you want to create happiness, yellow will assist you in achieving that. Purple, on the other hand, is considered more of a regal hue that senior citizens respond well with.and also very popular with the ladies. For most generations and demographics, red encourages excitement and action. Identify what it is that you want the reaction to your product to be, then consider the appropriate colours accordingly.
Contrast: The Stand-Out Effect
There is ample evidence to suggest that the more that a colour stands out, the more attention that it attracts. For example, in our research we came across a website of a company that had a predominantly green logo and a green theme throughout it’s landing page. The call to action button was tested in both green and red. Lo and behold, the red button converted 21% more than the green! But why? Because of the contrast. The red button jumps out at the user and captures their attention, where as the green button blends in with the rest of the website and is far less noticeable. It isn’t necessarily a case of one colour looks better to click on, this is a case of has the user actually seen it and comprehended it? Keep this in mind as this point alone will dramatically increase your ability to convert.
Men’s vs. Women’s Colour Preference
Men and women share many similarities in the colours that they favour, such as blue, however the context of which the colors are viewed or associated can depend on gender. Generally speaking, Men typically prefer bold colors such as brown or red, whereas women prefer lighter colors such as yellow or purple.
Another major difference in the type of colors is that men will often select shades of a colour (e.g. adding more black to the hue, while women prefer tints (e.g. adding more white to the hue). These statements are always up for debate, however these findings are not infrequent in colour theory studies. The reason that it is imperative to consider the demographics of your target market when choosing colours is obvious: You want your target market to resonate with your offering on every level. If you connect with this market at every opportunity, then you are far more likely to make the sale.
It is evident that colour plays a major role in generating the emotions of the consumer. Whether, industry, product or gender, it is imperative to contemplate all angles when considering what colours with which to associate your brand. Click Here for your free copy of our Colour Emotion Guide. If you have any further questions are colour, please contact us at firstname.lastname@example.org and we would be very happy to help!